Make a historic museum more competitive among destinations.
Cooper Hewitt is a storied institution among a rich, competitive “marketplace” for art and design destinations in New York City. To grow awareness, relevance and, above all, traffic from both locals and tourists, the museum needed to generate new excitement for audiences through a more resonant brand platform and campaign activations targeting its own backyard.
Promote the meaning of design in human terms.
Making a design museum more of a magnet for visitors began with a simple insight: To draw larger audiences, we needed to articulate what design is, why it matters, and why Cooper Hewitt is its authoritative home. The “By Design” campaign was a simple, elegant way to show how design principles have a profound impact on just about everything in everyday human lives.
Our work included